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In today’s digital landscape, geofencing marketing has emerged as a game-changing technology that allows businesses to target audiences based on their physical location. For clinic and hospital marketing managers, geofencing marketing offers innovative ways to reach patients, engage them, and ultimately improve healthcare outcomes. But what is geofencing marketing, and how can it be leveraged effectively in the healthcare sector?
In this blog, we’ll explore the fundamentals of geofencing marketing, its benefits for healthcare professionals, and actionable strategies to integrate this powerful tool into your clinic or hospital’s marketing efforts. We’ll also cover essential key terms and answer some frequently asked questions.
Geofencing marketing is a location-based service that uses GPS, Wi-Fi, or cellular data to create virtual boundaries, or “fences,” around specific geographical areas. When someone enters or exits these areas, businesses can send targeted advertisements or notifications to their smartphones. In healthcare, this could mean sending promotions or health tips to potential patients who are near your clinic or hospital.
Geofencing marketing works by setting up a virtual boundary around a designated area, such as a hospital or medical clinic. Geolocation marketing relies on GPS data to perform its function, allowing marketers to send highly targeted ads to smartphones or other mobile devices within that boundary. Individuals who cross the geofence receive location-specific offers, event notifications, or appointment reminders.
This can be especially effective for medical clinics and hospitals that want to reach patients within their local area. For example, a hospital could use geofencing to send a reminder to potential patients about flu vaccines when they are near the hospital.
Let’s look at some real-world geofencing marketing examples in healthcare:
These geofencing marketing campaigns show that location-based marketing can bring patients to healthcare facilities more efficiently than traditional advertising.
Healthcare providers can use geofencing marketing platforms to achieve several key objectives:
1. Increased Local Awareness
Geofence marketing helps improve local visibility and awareness by targeting patients who are physically near your clinic or hospital. People often search for medical services “near me,” and geofencing enhances your ability to reach them just when they are looking for those services.
2. Targeted Campaigns for Specific Conditions
Geofencing allows clinics and hospitals to promote specific services to people in their vicinity. For example, a cardiologist could use geofencing mobile marketing to advertise heart health check-ups during National Heart Month to people nearby.
3. Real-Time Engagement
Since geofencing sends notifications as patients enter a specific area, it allows for real-time engagement. Geotracking marketing enables healthcare marketers to send timely messages, such as reminders about flu shots or health screenings.
4. Better ROI and Conversion Rates
Since geofencing marketing targets patients who are already nearby, it naturally leads to higher conversion rates compared to broader, less-focused campaigns. Whether you run a general clinic or a specialized hospital, the ability to target specific audiences based on location leads to more effective and cost-efficient advertising.
The process of setting up geofencing marketing is fairly straightforward:
When it comes to implementing geofencing marketing, choosing the right software is critical. Several geofencing marketing companies offer platforms tailored to healthcare providers, allowing you to monitor performance and tweak campaigns as needed.
Popular Software for Geofencing Marketing
The broader concept of location-based marketing refers to any form of advertising that leverages a user’s physical location. Geofencing is a subset of this. Location-based technologies allow retailers, including healthcare providers, to tailor their marketing efforts based on where their customers/patients are at any given time.
For instance, a location-based marketing agency could help a hospital or clinic design campaigns that target patients in specific neighborhoods or near competitor locations. Such agencies specialize in geolocation marketing and use advanced software to deliver highly targeted and effective ads.
The cost of geofencing campaigns can vary significantly depending on several factors, including the size of the targeted area, the duration of the campaign, and the platform or service provider you choose. Here’s a breakdown of the common cost components:
Most geofencing platforms charge based on CPM (cost per thousand impressions), meaning you pay for every 1,000 times your ad is shown within the geofenced area. The average CPM for geofencing campaigns can range from $5 to $15. However, for highly targeted healthcare audiences, the CPM could go up, depending on the competition and niche.
Some geofencing marketing platforms or agencies may charge an initial setup fee. This fee can range from $500 to $1,500, depending on the complexity of the campaign and the platform used.
If you work with a geofencing marketing agency, they may charge a monthly management fee to monitor and optimize your campaigns. This fee can vary from $500 to $2,000 per month, depending on the level of service and the number of campaigns being managed.
The total ad spend will depend on the size of the geofenced area, the number of people you’re targeting, and the length of the campaign. A small, local geofencing campaign could cost as little as $1,000 per month for ad spend, while a larger, more aggressive campaign targeting multiple areas might require a budget of $5,000 to $10,000 per month.
If you are using platforms like Google Ads or Facebook Ads to run your geofencing campaigns, the costs will follow the respective platform’s pricing structure. Google Ads charges by impressions or clicks, with an average cost-per-click (CPC) in the healthcare industry ranging from $2 to $5. Facebook Ads can cost anywhere from $0.50 to $2 per click, depending on your audience targeting.
For a small clinic or healthcare provider looking to run a local geofencing campaign, you might expect to spend around $1,500 to $3,000 per month, including ad spend and management fees. Larger hospitals or multi-location healthcare practices could spend $5,000 to $15,000 per month or more, depending on the scope of the campaign and desired results.
For marketing managers in the healthcare industry, understanding these cost variables will help you budget effectively for your geofencing marketing campaigns and ensure you get a good return on investment.
Ready to take your healthcare marketing to the next level with geofencing? Contact our expert team at Healthcare Marketing Agency today to set up a customized geofencing campaign that drives results.
Let’s optimize your strategy for success!
Yes, you can track conversions in geofencing marketing campaigns. Conversion tracking helps determine the effectiveness of your campaign by monitoring how many users take a desired action after being exposed to your ads. Here’s how conversion tracking works and how it can benefit your geofencing campaign:
Geofencing marketing offers healthcare providers a powerful way to engage patients in real-time, deliver highly targeted messages, and enhance patient retention. By using mobile geofencing marketing, clinics and hospitals can send personalized notifications, boost local visibility, and improve healthcare outcomes. For marketing managers in the healthcare industry, adopting geofencing into your strategy can be a highly effective way to boost patient numbers and enhance community outreach.
Whether you’re managing a small clinic or a large hospital, geofencing marketing can provide a cost-effective solution for reaching local patients in the right place, at the right time.
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